【Summary Report 2018｜Oshima】

Many treasures including the vast natural landscape, specialty products, and unique traditions and cultures can be found in the 11 islands of Tokyo. The Tokyo Treasure Islands Project, which began in FY 2018, is an initiative carried out by the inhabitants of the islands that aims to brand the Tokyo Islands region through polishing and widely communicating these treasures.

In FY 2018, island meetings were held in Oshima, Kouzushima, Miyakejima and Hachijojima, in which residents participated to discuss the branding of the islands.
The following is a reflection of the initiatives that Oshima took in FY 2018.

<Contents>
What are Oshima's Treasures? A Consideration of the Island's Treasures
Setting Oshima's Target Persona
Oshima's Brand Concept and Action Plan
Presentation at the Tokyo Treasure Islands Museum
FY 2018 Oshima Initiatives
Participant Feedback

What are Oshima's Treasures? A Consideration of the Island's Treasures

For the first island meeting, there was a discussion on the island's treasures. Ideas included Anko-san*, which are a part of the lifestyle and custom of Oshima, and immigrants who work on the island, suggesting that people, along with the island, are treasures. Other treasures included things that would disappear without conservation efforts, such as the camellia tunnel, which nobody uses now because of a newly built road. People said that these things are treasures of the island that would disappear if nothing is done.
*Used to refer to women in a superior position. It is said that it is a dialect that originated from the word for "elder sister." Today, it is used to refer to women with plaid pattern kimonos, aprons, and a hand towel with Mt. Mihara, camellia, and wave designs placed on top of her head.

In the second island meeting, the venue was moved to the capital and the meeting was held jointly with Kouzushima, Miyakejima and Hachijojima. The participants learned about branding through case studies presented by experts in regional branding and by visiting facilities and companies that have succeeded in branding in the capital. Using the knowledge obtained such as how branding=making friends and the importance of creating spaces, the participants will polish the appealing individuality unique to Oshima from the third meeting onwards.

Setting Oshima's Target Persona

In the third island meeting, the target persona was discussed. In Oshima, the emphasis was increasing the number of tourists, so the target persona was set as "female writers in their late 30's," because they have the power to communicate information.

In the fourth island meeting, the participants discussed the island's treasures to communicate to the target persona. Treasures to communicate to the target persona were verbalized in detail, such as pleasure boats, horses, diving, Buddy's Bell*, and situations where one can enjoy the sunset with champagne in hand. These personas focus on Oshima being able to enjoy something surreal while being close to the capital.
*Buddy's Bell: A bell located at Nodahama Beach at the end of Sunset Palm Line, a road along the coast that begins at the Motomachi Port Ferry Terminal in the northwest part of the island.

Oshima's Brand Concept and Action Plan

In the fifth island meeting, Oshima's brand concept and action plans were discussed.

Less than two hours from the capital, and only 25 minutes by plane, Oshima is easy to access. It has active volcanoes like Mt. Mihara, a desert called Ura-sabaku, sharks, and breeding turtles, which are all a part of the mountains and oceans of the island. Its greatest appeals are the convenient transportation and the geographical positioning. The brand concept was set as "A repeat-worthy island where you'll find things just right." An action plan that utilizes the 5km road along the coast was considered.

If the weather permits, you'll be able to see the Izu Peninsula and Mt. Fuji. People will gather at Sunset Palm Line during the sunset. As for detailed plans that will attract tourists, a photo contest that will promote the island everywhere, a café where people can gather, attracting glamping facilities, setting street markets and farmer's markets, and horse riding experiences were discussed.

Presentation at the Tokyo Treasure Islands Museum

The Tokyo Treasure Islands Museum was held in Tokyo Midtown on March 22, 2019. Those that participated in the island meetings presented their brand concept and action plans to business operators in the mainland.

After the presentation, companies specializing in outdoor gear, dining facilities with kitchen cars, and various other companies that were interested in the contents of the presentation exchanged opinions with the participants, making it a business matching opportunity for the future.

FY 2018 Oshima Initiatives

September 18, 2018 First Island Meeting | Consideration of the island's treasures
October 23, 2018 First Tokyo Treasure Islands Meeting (Comprehensive Meeting) | Joint ceremony with 11 islands
October 24, 2018 Second Island Meeting | Fieldwork by four islands and lecture on regional brands
November 29, 2018 Third Island Meeting | Consideration of the target persona
December 13, 2018 Fourth Island Meeting | Creating the island brand and concept sheet; consideration of the action idea
January 29, 2019 Second Tokyo Treasure Islands Meeting (Comprehensive Meeting) | Interim presentation of the brand concept and action plan
February 13, 2019 Fifth Island Meeting | Brush-up of the brand concept and action plan
March 22, 2019 Tokyo Treasure Islands Museum | Presentation

The Tokyo Treasure Islands Project is continuing to further polish the various treasures in Oshima to allow more people to know its appeals.

Participant Feedback

I haven't had much experience where islanders gathered together and created something out of a discussion, even if we live in the same island, but understanding what we were thinking about and clashing changed the connection from the first island meeting into something totally different. When involved in a large project, the members' expectations are high, so I would like to think about how to realize the action plans while maintaining the motivation of the participants. (Tsutomu Chiba, Chamber of Commerce, Regional Coordinator)